Better customer service, more convenience for the salesperson and on-the-spot deals are now possible with the help of palmtop computers
A GROWING number of companies
throughout the world are exploiting the
power of laptop and palmtop - small
handhelds that include a keyboard -
computers. These systems are being
used to speed up information flow to
distant sites, feed field employees with
the collective. intelligence of the organisation, and set up virtual offices to cut
real estate costs and also provide efficient customer service.
Thanks to the latest developments
in laptop technology, the 20-member
sales force of an American movie and
television show producing company
Metro - Goldwyn- Mayer (MGM), for
instance, can now show full motion
video clips of its latest productions to its
clients at broadcast outlets worldwide.
But this is just the tip of the iceberg.
"The clips can get executives excited
about the shows, but the sales force
must sell the shows as quickly and profitably as possible," says Carol Campbell,
director of strategic systems at MGM in
Santa Monica, California, us. "That's
where the real value of laptops comes in."
To speed up sales, the 755 CD
ThinkPads from the IBM Pc Company.
are equipped with Powersoft's WATCom
SQL database - which contains information on show background, availability, rights, market blackouts and all those
parameters that help define a contract.
This system also provides detailed information on the clients, contracts, fees
paid and products sold by the market.
As a result, the salesperson can execute
the deal on the spot. "The salesperson
no longer has to call across several time
zones for instructions. This empowerment not only shortens the sales cycle
substantially, it also provides our customers with a much better service,"
asserts Campbell.
The MGM is just one of the many
companies leveraging the power of the
laptop. "Portable computers are essential if you want to be competitive in an
information - oriented world," writes
Nick Wreden of the us-based Aspen
Communications in the journal Beyond
Computing. "Now the displays, processor speeds, and storage capabilities of
portable computers have advanced to
such a point that they can now be used
as a primary computing device."
One of the most powerful laptop
applications is in sales force
automation (SFA), which enables
widely dispersed salespersons to
track blown customers, prospects
and product information while
communicating with headquarters. "While many of the SFA efforts
relied on backoffice cost reductions , to offset implementation
costs, the true value is in enhancing the sales process," says Richard
McWhorter, director of applied
technology at the Atlanta-based
BellSouth Advertising and
Publishing. "By introducing powerful
laptops in the sales process, we are able
to reduce paper intensive work and
open a whole new area of interactive
multimedia presentations," McWhorter
adds.
Random House, a New York-based
publishing company, has equipped its
trade press salespeople with Toshiba
4600 laptops, its merchandise and mass
market sales force with IBM ThinkPad
750c systems, and its international sales
team with Panasonic v41 units - all of
which are fitted with high speed
modems for connection to a Lotus notes
server. "In addition to increasing sales,
portable computers can help an enterprise realise its substantial productivity
advances, 11 says an official with Random
House.
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